Seymour Duncan
Established in 1976 and based in Santa Monica, CA, Seymour Duncan is the pioneer in building hand-crafted guitar pickups and effects pedals and used by artists such as Slash, Billy Gibbons, Dave Mustaine and Tom Morello. Client was seeking new art direction, an updated eCommerce experience and some fresh content. Two design directions were initially shown and main template pages and UI components were produced accordingly.
Homepage
The design direction features more of a or vintage “California” look in terms of colors and modest use of “distressed elements”. The homepage itself is a long scrolling page, highlighting and reinforcing all main sections within the global navigation.
Mobile Nav
The navigation was completely revamped to bring in more expected mobile behavior seen on other ecommerce sites. Leaving items such as shopping cart and favorites exposed at the top when the menu is collapsed were essential.
Category Page
Templates were significantly streamlined, showing only key details at a glance. Images were placed on white backgrounds for a clean, modern look.
Product Page
(PDP)
Bold photo-based headers would feature the H1 content relevant lifestyle photography. Brief overview content and product specifications are featured in the top right, or “above the fold”. More details are provided as the user scrolls down the page with recommended items anchored at the bottom.
Branding
Anytime I create or complete a large web-project, and establish a new visual language, I like create a lightweight style guide for reference. In this instance, colors, fonts and general typography styles are shown
Homepage (Alternate)
The second direction, originally shown to client as an option. This version is much warmer and has more of a classic or “hand-crafted” feel. I was equally excited about this version and really loved the font pairing chosen for it.